Meet Joe and Let’s Talk about Cafeína - russjohns

Meet Joe and Let’s Talk about Cafeína

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Meet Joe and Let's Talk about Cafeina

[00:00:00] What's happening. Thank you so much for joining the pirate broadcast. I'm here today to talk about what are we going to drink, be drinking today? What is it that we're going to be sharing? And I have a story for you. We're going to talk to Joe today about caffeine. Let's get into it. Welcome to the #PirateBroadcast, where we interview interesting people, doing interesting things, where you can expand your connections.

Your community. Kindness is cool and smiles are free and let's get this party started.

Welcome. Welcome. Welcome, Joe. How are you doing? Oh, I saw you doing today and thanks for having me on the #PirateBroadcast. Well, you know, it's a, it's an amazing adventure because you're telling a story that many people probably are going to sit back and go, wow, that's crazy. And it's so cool [00:01:00] because you didn't start this.

Uh, you know, 30 years ago, you, you started it more recently. And for those that don't know you or haven't met you, or haven't quite got their handle on what you're doing. Tell us a little bit about the backstory you and your partner started out. You know, bars and, and restaurant business, and, you know, drinking 10, 15 cups a day of coffee, isn't necessarily what you want to do to your body.

So bring us back and tell us how this whole thing started with caffeine and well, yeah, so my partner and I we're in the nightclub business, uh, for many years, uh, And it is, you know, staying up till three, four o'clock in the morning and just trying to complete a night working. Uh, yes, we were drinking coffee and, you know, diners afterwards, we're in New Jersey.

So you always go to a diner afterwards. Um, and yeah, we'd be drinking all [00:02:00] this coffee and, you know, we always said that the, yeah, we were looking for something to drink that other than, you know, having these coffees and, um, you know, lo and behold years later, Um, yeah, we've come out with a, uh, a caffeine water.

Um, so it, it, it was an interesting ride and we just wish we had the, uh, the knowledge back then. Um, you know, when we were in a nightclub as well, my partner is still, he still owns a bar here in New Jersey, but. So it just does help him. Um, you know, you know, th you know, at least stay awake until two or three o'clock in the morning, cause we're not getting any younger anyway.

Well, I grew up as a musician, so I know that I know the schedule. I know how it is to go out to a restaurant afterwards. And I have to imagine that, you know, the long hours and late at night and everything. And the beautiful thing about what you're doing [00:03:00] and to frame it is water is kind of important for humans to consume, and you don't necessarily, uh, have the, have the availability of, you know, to stop and, you know, go grab a water, but you made it really easy for people to, to grab water.

And, uh, also have a little bit of zip to the, to the drink as well. Little a little boost. Yes. And you know, water, excuse me, water, you know, is, is something that, you know, uh, your, your body needs, you know, people don't drink enough water. They drink, you know, they're drinking all these sodas and energy drinks and, you know, stuff that dehydrates you, um, having water, uh, hydrates, you makes you look younger, you know, keeps your skin, you know, your, your whole body is hydro.

Your whole body is made up of. So, um, that was, you know, our, our key here is just to really get people [00:04:00] to continually drink water. Uh, and then we added the boost in there so that people, you know, feeling tired when you're at work or at the gym, you know, you need that extra boost. Uh, we put a hundred milligrams of caffeine in that water.

Um, so that's not that's, excuse me, that's not huge, but it's not necessarily. Straight water either. So know it's one cup of coffee, so the equivalent to a cup of coffee. Uh, but the key is that we use a natural spring water. We don't use purified water. We use what the spring gives us. So you have all the elements, you know, the minerals, everything is, you know, we don't take any of that out.

Uh, like a lot of the, the purified waters that you see on the shelf. So you you'll have the benefits of a, of a pencil, a purist, Pennsylvania, spring water. I love it. Love it. So what was the, what was the trigger that prompted you guys to think about. [00:05:00] This idea in general. I mean, what, I mean, taking an idea and putting it into market and packaging and all of the things that go into it.

I I've kinda, you know, familiar with some of the processes that you've gone through. So it's, to me, it's just sitting there working one night, all of a sudden, Hey, let's create a water company or what was the epiphany that took the leap of faith? Yeah, I guess the backstory is, you know, I I've, I've been a printer.

For 30, over 30 years. Um, and you know, just, yeah, I was in marketing printing and always design magazine work, uh, my whole life, you know, and, uh, before I did get into the, into the marketing of nightclubs, um, but it, it kind of turned into, you know, me creating packaging, you know, um, and kind of, it was easy.

To create the package. [00:06:00] Okay. And then that kind of went into, you know, in the marketing side of things. So, um, I guess it was easy for me. Um, I'm trying to see how I want to put this because I started marketing other water companies and I'm more like a fund when it comes to things. So it's like, I, I learned, I sat, I watched, as I was creating products for.

Uh, in the alkaline water business. And as I was creating these products, I'm like, well, okay, well, this seems like something that can't be that difficult. Um, and you know, I went to my friends, uh, you know, Ron, my, my friend, uh, who was my co-partner, um, the co-founder of this company. Um, and I said, you know, Let's just create this, this caffeine water, uh, you know, we've, we were researching it.

We had some ideas that we wanted to do. Um, and we just kind of pulled the trigger and, you know, having the printing [00:07:00] background, I think it was easy for, to create the label, the create the, the idea of it, you know, we just needed to the co-packer. So that's brilliant. I love the idea of water and I wanted to give a shout out to some of the individuals that have joined us.

Joke is Chris Hennessy. Good morning. How are you doing my friend? Thank you for joining us, James. Coggle, uh, jumping in in the room. Uh, the infamous infamous Gabe. Thank you. Thank you so much for being here. Uh, this is the conversations that we have here, Joe is, is, you know, we've got a lot of people in the community.

They contact and collaborate with each other and we all are. All connected here at some way. Uh, good morning. My Philip pirates happy new year to you both. Thank you so much, Karl. Appreciate it, brother. Uh, Hey, what part of New Jersey? He's in New Jersey as well. Clifton New Jersey. Clifton. All [00:08:00] right. Give a shout out to Clifton, New Jersey, happy new year, us Jeff Young.

Nice to see you still going strong in 2022. I wouldn't stop for anything. Jeff, you know that Howard Kaufman now Howard has a great product. He, he has the, uh, uh, I got, uh, he's here local in Arizona and he has RL. He's gone through the same kind of process, Joe, uh, you know, packaging up. And it's mountain care.

Uh, he has some amazing I'm loving the toothpaste, Howard, just FYI. Um, he had some, um, hemp based toothpaste, no CBD oil. And so talk about this. Howard asks, do you sell direct to consumer or wholesale only? So walk us through that process. Uh, and then Chris stone is here. This show is making me thirsty.

Well, I think Joe is going to teach, tell you how you can get [00:09:00] some water. Really. We need this way right now. Uh, you know, we are, we are building our brand on Amazon. We sell on Amazon. We ship to every state, uh, in the country. We have shipped to every state in the country, including Alaska and Hawaii. Um, and it's very easy.

You can get it on Amazon prime. Um, the flavors are not on prime yet. We do shift that from Clifton. Um, this is our unflavored water. This is our, uh, black cherry water. And this is our mango water turn. That sounds pretty good. They are delicious full flavor profile. Uh, it's not like drinking so many other drinks where it gives you a little bit of taste.

Uh, this, you know, we, we give you a full flavor profile when you crack this open, you smell it. And when you tasted it, hit your. You know, it's like, wow, uh, it is a, there's no sugar, no calories, no anything. We use Stevia as, uh, as our sweetener. Um, [00:10:00] and they're just, they're delicious. And, you know, we brought out the, uh, the flavors about four or five months ago.

Uh, we're doing very well on Amazon. Uh, but you know, people still go to towards the unflavored, you know, this is a seven plus pH enhanced water, um, with a hundred milligrams of caffeine. Um, and like I said, Amazon, you know, we're doing very well selling on Amazon. You can get it in two days. Uh, the flavors, depending on where you are, you can get within four days, I would say.

Um, so it's, uh, that we can get it out to you in Arizona, uh, very quickly. Well, we'll have to, we'll have to go after that. I'm really curious though, Joe, is, is there really something that. You know, water's been out, you know, when I was a kid, you know, tap water and out of the hose was good, but the water industry seemed to explode.

And from your [00:11:00] marketing experience, some of your creative endeavors, what, what do you think caused the explosion of water and bottled water and in jail? Well, I think, you know, because we have a product that is, um, people are more savvy to better water, you know, there's, you know, bacteria nowadays say oldest, this other, you know, the, the, the lead that's in water, in your tap water, uh, which for some reason we look like a couple of healthy guys didn't really bother us, you know, drinking from the tap water, but, you know, uh, the healthier waters, what people are looking at.

Um, the water that gives back, you know, the minerals, uh, you know, uh, and then just adding a couple of little things like, uh, you know, um, electrolytes and, and caffeine to a, to a water, but, um, you know, it's exploited goes, people are more savvy. Um, it's easy to carry around with you. It's it's in a bottle, you know?

[00:12:00] Um, so I, I think that's really, you know, I mean, the story behind it is, you know, people are more savvy know. Uh, a good drinking water. You mentioned also that a pH balance. Talk a little bit about that and, you know, pH is, you know, it's, it's a great tool to keep yourself healthy as well. So maybe you can mention a little bit of detail around.

Well, your blood is, is a neutral pH 7.2 or so. Um, and if you drink water, that's below a 7.2, it's it leans towards acidic. Um, so that's why the alkaline waters, uh, when you drink alkaline water, uh, it allows you to take in the minerals, you know, your, your, uh, body to take in those minerals. Um, yeah. You know, if you're going to drink water, when I drink a good water and not drink it and acidic water, um, somebody over companies out there [00:13:00] just basically putting tap water in bottles.

Uh, we're not doing that. We, you know, we, we take a direct from the spring and bottle it, um, in pencil. Well, I, uh, I really appreciate that because there are times where, you know, if anyone has ever had fresh spring water, right from the spring, it's, it's incredible. You can taste a difference. It's you, you recognize it immediately.

And it just has a great flavor. So I'm excited to test the, try the water out. I'll also, I just want to talk about. Uh, how, how did you, you know, changing gears a little bit here, Joe. Okay. So you've been in, in marketing for a while then. So it's, you know, you've probably had side gigs and doing other things, you know, side hustle all the time, your whole life.

It sounds like. And, uh, so how did you gravitate towards marketing and, and what was the, what was the impact in your life that [00:14:00] created that. Well, starting as a kid, you know, in high school, I was, I knew I wanted to be a printer. So, you know, we, I had the printing classes in school. I was learning, you know, we were, we were, uh, you know, working with the small little presses that they had in, in carny high school, uh, here in New Jersey.

And, um, Yeah, it kind of gave me the platform to get into, uh, the printing industry. Um, and that's where I started. And, and Harrison, New Jersey in the old two guys building, uh, uh, was my first job, um, was called a prepress shop. So, you know, I was a camera operator approved for, you know, and I would be working the second shift there and I would kind of jump into.

Uh, the, these, this newly built computer room, you know, which wasn't really a big thing back then, you know, uh, in the printing industry. And I kind of, I kinda messed up, uh, uh, five. [00:15:00] Um, retouched, you know, a file that was on, uh, for a magazine in the city and to put a line across the file. And, you know, if, if you know anything about computers back then, they were pretty slow.

I remember staying up until six o'clock in the morning fixing this file. And, uh, that kind of started my whole, uh, computer side of things, uh, in which, uh, you know, I went into. A lot of magazine covers for a couple of different companies. Um, and then that kind of gave me the eye of, you know, of what was supposed to look good.

I mean, I've pretty much learned, you know, what a magazine, what sells in a magazine and the designs and everything. So, uh, I do that still today. I still design it for people, um, and you know, marketing materials, point of sale materials, and I do everything for, uh, for caffeine. Uh, And all our product, our product labels and all our ads [00:16:00] and all the professional ads that you see on, uh, on, um, our social media is, uh, is all done in house.

That's brilliant. Brilliant. I, you know, it's funny how life takes us on these paths and, and, you know, kind of opens the opportunities. You know, you stayed up until six and repairing something, opened up an entirely new door. So 30 years ago that, you know, and, uh, it's, you know, it it's, it's helped me to get to the point where we are at right now.

Um, and you know, the beverage industry, you know, if you don't do yourself, you know, um, it's, it costs a lot of money to get this stuff done. So having it in house where we're saving money, Uh, doing, uh, you know, and, and we feel that being in the market industry, my, my own, my partner is a, uh, a marketing major also, uh, from, I think Florida Southern Florida university, I believe [00:17:00] it is, or one of those universities down in Florida.

And, uh, so he has that background too. It really helps. Yeah. Well, you can bounce things off each other and say, well, what do you think? You know, let's, let's take a. Let's take a couple of shots here and take a look at it and see what it looks like. So we have a lot of drive, you know, we just, we, you know, we continually or working all the time so we don't stop.

Well, I, uh, I could appreciate that. It gave me as a comment here. How much do they look into sustainability? Using plastics for their water are both eco-friendly and have a good carbon foot. 'cause, that's a, that's a huge topic these days. So what's, what's your thoughts on that? Well, I mean, you know, the, the, the water deliverability, I mean, we have, uh, you know, for taste reasons, I, you know, I know some other, uh, Companies are using cartons and people are putting water in cans and stuff, but, um, you know, we [00:18:00] are 100% recyclable, everything, the bottle, the cap, everything is when our percent recycled pet plastic.

So, uh, you know, we're, it's a high quality packaging. Um, but you know, um, we, we know that there's, uh, people out there that are really concerned about plastic. You know, getting plastic into the ocean and you know, all this stuff, but, you know, um, in order for us to get the water to people, I mean, we really have no choice, but to put it in plastic, but it is recyclable.

So we do want everybody to recycle, you know, uh, these bottles, Michael, Baker's joining us in from Florida. Thank you so much, Mike Baker, how are you doing windy? Up in Minnesota. They're good morning pirates. We needed another beverage on the pirate ship. The Admiral generally allows too generously allows tea time.

Yes. Yes we do. Yes, we do. You know what, the funny thing [00:19:00] about it's a balance as well, uh, you know, sustainability, uh, packaging. I know, uh, Howard, we talked about earlier, he's doing the same. Adjusting packaging. He has some really amazing and beautiful packaging and it all comes at a, a balance, you know, there's a cost associated with packaging and then there's a, there's a benefit associated with packaging.

So did it take you awhile to get your packaging down and go through that whole process? What it needs to look like, how it needs to be delivered, you know, the size and the packaging and the boxes and everything that goes along with that was that a long process or, you know, our, our co-packer, uh, their abilities, you know, we just kind of follow what their abilities are, but, you know, knowing that, um, you know, a hundred milligrams of caffeine in the water and to get the taste right, to balance the taste and not having any, uh, You know, uh, [00:20:00] any weird taste to it, uh, you know, adding the caffeine and everything in it.

Uh, we felt that this bottle size of 16.9 ounce bottle size was the perfect size for us, a single use, drink it, you know, uh, and get the benefits of, of the caffeine, uh, immediately. So, um, you know, I, I guess that was our, our goal is, is for taste reasons. You know, we do want people to taste the water risks.

Uh, and you know, people really don't really understand what natural spring water tastes like because used to drinking other waters that really have no taste whatsoever. Uh, and then they said before, you know, that natural spring water is, is what the most important part of this is. Um, but, and like I said, if you haven't tasted actual spring water at the store, It's nothing.

There's nothing like it. So it's insane. It's [00:21:00] insane. So what's missing. It really is. Yeah, it is very refreshing. So what's on the roadmap, you know, you started, what did you say? 2020 in 2020 we started, uh, our first delivery was May 5th, 2020. Uh, the roadmap is to continue with our line, with our flavors. Uh, and just to become more innovative, um, you know, especially in the times that we're in, you know, moving into, um, more health benefit type waters, uh, bringing out some, some really delicious flavors, you know, uh, on top of what we have already, you know, um, and just, uh, You know, here, we're, we're listening to what people are asking for, uh, and seeing the markets, you know, especially, you know, I mean, we're in the nightclub business, so we know what the, the liquor markets are doing.

And we see the trends in liquor markets. Um, so, you know, we follow what [00:22:00] those guys are doing too. And, uh, and what people are doing. Uh, and that's why we came out with the mango and the black cherry, because there were, there were very big flavors, uh, and it kind of shows already, uh, with our sales of, of the new flavors.

Uh, so we, we have approved a couple of new flavors, um, which you'll see very soon. Um, and, uh, you know, we'll, we'll come back on and we'll, we'll, uh, we'll show you what the new stuff will, will be. Uh, we can't get into the flavors right now. Um, the, the flavors that we're going to be releasing, but, uh, in the first quarter of this year, you'll see, uh, at least a couple of new flavors.

That's awesome. Michael Baker says a presence and presentation and yeah, Chris Ross is here. Let's get it coming in late to this one, but what's up everybody, Chris Ross of a WinJect community. I'm a community leader over there. Love it. Habit love to have you join us. [00:23:00] Uh, THC CBD infused waters. You go into that direction at all.

We've we've discussed it. Um, it's, it's another, it's a, it's another thing that we're looking at different market, totally different market, um, that there is, you know, I mean the expense, um, we've definitely looked into it though. And it's, it's something that could happen. Uh, late this year, maybe early next year, if you know, if it's something that really fits into our model.

Yeah. Uh, Wendy says, Joe has a great radio voice. I see podcast at his future where he interviews people who work crazy hours and interesting jobs. All of his guests must be sharp and alert, perform it. That their beak Joe, we can set you up. The reality is, is we all have, this is the beauty of what I'm talking about.

The pirate broadcast and the, and the pirate [00:24:00] community in general is, is we're all at some level innovators, we're innovating our lives. We're taking products and services and creating something new. And this cycle of, you know, creativity, marketing media, how you think, and how you position your products and services.

Is an ongoing process. It's, it's an ongoing business and a lot of people, you know, I've been in, I started, uh, I started in outdoor advertising in 1985. So talking about printing, uh, you know, I went through the whole process of hand painted billboards to. Printed billboards. And so that, that I understand the printing business.

I don't understand the, the water business. I mean, I understand, you know, the water business in general. In fact, I had a place out on the peninsula or Washington peninsula and the water was so good. I loved the water out there [00:25:00] and we had a really deep well, and it was amazing water. I often thought when they first started this, it's like, I would love to bottle this up and just serve it up.

And I, and I just never did it. And I, so I applaud you and it's like, oh, wow, that is so cool. I just really appreciate the fact that you, you took the initiative, you took the leap and, and decided to jump into this arena. And, uh, and it's not necessarily an, uh, an open market. It's very competitive, but you're taking a little different spin because you're going to Amazon, you're selling direct consumers.

For the most part, if I understand your model, uh, so maybe you could speak to that a little bit and I want to welcome Rex powers in the room. Thank you so much for being here. Rex, he's a local, he's got some, uh, uh, history in the CBD industry as well from #inspiration to innovation, to creation. Absolutely.

Michael Baker. So [00:26:00] talk us to us a little about, about your distribution model, because I think that's very innovative and creative as well. Well, our goal was to get the water in people's hands as fast as possible and seeing what Amazon is doing. Uh, able to get the water to you in two days where, you know, we wanted to build a brand first, so we didn't want to stay regional and, and, and, you know, uh, whatever it is in the Northeast.

And no one that we can, that we can just ship the water here. Uh, we, we decided that we wanted to run with Amazon, um, build a brand, sell to every state, become a national company through Amazon. Uh, And then from there, you know, we're working on the brick and mortar, uh, the big box stores as we speak. Um, because now, you know, at least people know around the country, you know, about our water.

Uh, so that was, uh, that was the key to us, you know, and starting it that way. And having [00:27:00] people really enjoy the water reorders, you know, um, my name's I'm under, as people would a water 40 50 times already, you know, Uh, through Amazon, uh, and we don't have the subscription service or Amazon yet. We are having problems, Amazon, you know, like everybody else, you know, uh, but we're fighting our way through and you know, we're, we're still, you know, we're top 10, top 15 in our category.

Um, you know, some of the big players out there in the beverage industry, you know, we're, we're holding. Um, with them, you know, uh, in our categories and, you know, our, our goal was to exactly do what we're doing right now is to just get it into people's hands. And we'll worry about the brand that, you know, we'll worry about the, the, the brick and mortar stores and the distribution, you know, this year, but, you know, at least we have a good year and a half, uh, almost two years of, of brand building.

And, uh, you know, it's, it's become a very popular. [00:28:00] Well, you know, building brand awareness and an authority in the market is, is always important for any business owner. So I just really, uh, appreciate the fact that you're here today. Wendy says, uh, Joe is caffeine under kosher supervision, opens the market further to vegan as well as kosher market.

It is, it is kosher. Yes. So it is, we are start K a approved here kosher. So, yes. Uh, and we are one of our partners. Uh, a friend of mine that I did bring into the business, uh, is Jewish. And, um, we made sure that, uh, we do want that market too. And, uh, um, which does, you know, we're very well-rounded, uh, company.

I will have to get you introductions to Wendy. Her husband owns the restaurant and, uh, they are [00:29:00] very active in that community. So it's, it'd be, she'd be a great connection to, to connect with. So definitely, but thank you so much, Joe, for being here, uh, look forward to your growth, your expansion, and, uh, updates on the.

As, as far as the pirate goes, you know, come back and give us, uh, updates when you release new products and new flavors, anything that goes along with that. I love being part of the team though. All right. Well, thank you so much, everyone. As you know, we're here, we're, you know, going live and, uh, the pirate broadcast is based on the fact that kindness is cool and smiles are free.

So we want you to enjoy your. Take care of Joe B with.

Thank you for joining the #PirateBroadcast. If you found this content valuable, please like comment and share it across your social [00:30:00] media channels. I would love the opportunity to help others grow in their business. #PirateSyndicate is a platform where you show up. We produce the show. It's that easy. If you want to be seen, be heard and be talked about join the #PirateSyndicate today.

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Audio digitally transcribed by Descript

Meet Joe and Let's Talk about Cafeina


[00:00:00] What's happening. Thank you so much for joining the pirate broadcast. I'm here today to talk about what are we going to drink, be drinking today? What is it that we're going to be sharing? And I have a story for you. We're going to talk to Joe today about caffeine. Let's get into it. Welcome to the #PirateBroadcast, where we interview interesting people, doing interesting things, where you can expand your connections.

Your community. Kindness is cool and smiles are free and let's get this party started.

Welcome. Welcome. Welcome, Joe. How are you doing? Oh, I saw you doing today and thanks for having me on the #PirateBroadcast. Well, you know, it's a, it's an amazing adventure because you're telling a story that many people probably are going to sit back and go, wow, that's crazy. And it's so cool [00:01:00] because you didn't start this.

Uh, you know, 30 years ago, you, you started it more recently. And for those that don't know you or haven't met you, or haven't quite got their handle on what you're doing. Tell us a little bit about the backstory you and your partner started out. You know, bars and, and restaurant business, and, you know, drinking 10, 15 cups a day of coffee, isn't necessarily what you want to do to your body.

So bring us back and tell us how this whole thing started with caffeine and well, yeah, so my partner and I we're in the nightclub business, uh, for many years, uh, And it is, you know, staying up till three, four o'clock in the morning and just trying to complete a night working. Uh, yes, we were drinking coffee and, you know, diners afterwards, we're in New Jersey.

So you always go to a diner afterwards. Um, and yeah, we'd be drinking all [00:02:00] this coffee and, you know, we always said that the, yeah, we were looking for something to drink that other than, you know, having these coffees and, um, you know, lo and behold years later, Um, yeah, we've come out with a, uh, a caffeine water.

Um, so it, it, it was an interesting ride and we just wish we had the, uh, the knowledge back then. Um, you know, when we were in a nightclub as well, my partner is still, he still owns a bar here in New Jersey, but. So it just does help him. Um, you know, you know, th you know, at least stay awake until two or three o'clock in the morning, cause we're not getting any younger anyway.

Well, I grew up as a musician, so I know that I know the schedule. I know how it is to go out to a restaurant afterwards. And I have to imagine that, you know, the long hours and late at night and everything. And the beautiful thing about what you're doing [00:03:00] and to frame it is water is kind of important for humans to consume, and you don't necessarily, uh, have the, have the availability of, you know, to stop and, you know, go grab a water, but you made it really easy for people to, to grab water.

And, uh, also have a little bit of zip to the, to the drink as well. Little a little boost. Yes. And you know, water, excuse me, water, you know, is, is something that, you know, uh, your, your body needs, you know, people don't drink enough water. They drink, you know, they're drinking all these sodas and energy drinks and, you know, stuff that dehydrates you, um, having water, uh, hydrates, you makes you look younger, you know, keeps your skin, you know, your, your whole body is hydro.

Your whole body is made up of. So, um, that was, you know, our, our key here is just to really get people [00:04:00] to continually drink water. Uh, and then we added the boost in there so that people, you know, feeling tired when you're at work or at the gym, you know, you need that extra boost. Uh, we put a hundred milligrams of caffeine in that water.

Um, so that's not that's, excuse me, that's not huge, but it's not necessarily. Straight water either. So know it's one cup of coffee, so the equivalent to a cup of coffee. Uh, but the key is that we use a natural spring water. We don't use purified water. We use what the spring gives us. So you have all the elements, you know, the minerals, everything is, you know, we don't take any of that out.

Uh, like a lot of the, the purified waters that you see on the shelf. So you you'll have the benefits of a, of a pencil, a purist, Pennsylvania, spring water. I love it. Love it. So what was the, what was the trigger that prompted you guys to think about. [00:05:00] This idea in general. I mean, what, I mean, taking an idea and putting it into market and packaging and all of the things that go into it.

I I've kinda, you know, familiar with some of the processes that you've gone through. So it's, to me, it's just sitting there working one night, all of a sudden, Hey, let's create a water company or what was the epiphany that took the leap of faith? Yeah, I guess the backstory is, you know, I I've, I've been a printer.

For 30, over 30 years. Um, and you know, just, yeah, I was in marketing printing and always design magazine work, uh, my whole life, you know, and, uh, before I did get into the, into the marketing of nightclubs, um, but it, it kind of turned into, you know, me creating packaging, you know, um, and kind of, it was easy.

To create the package. [00:06:00] Okay. And then that kind of went into, you know, in the marketing side of things. So, um, I guess it was easy for me. Um, I'm trying to see how I want to put this because I started marketing other water companies and I'm more like a fund when it comes to things. So it's like, I, I learned, I sat, I watched, as I was creating products for.

Uh, in the alkaline water business. And as I was creating these products, I'm like, well, okay, well, this seems like something that can't be that difficult. Um, and you know, I went to my friends, uh, you know, Ron, my, my friend, uh, who was my co-partner, um, the co-founder of this company. Um, and I said, you know, Let's just create this, this caffeine water, uh, you know, we've, we were researching it.

We had some ideas that we wanted to do. Um, and we just kind of pulled the trigger and, you know, having the printing [00:07:00] background, I think it was easy for, to create the label, the create the, the idea of it, you know, we just needed to the co-packer. So that's brilliant. I love the idea of water and I wanted to give a shout out to some of the individuals that have joined us.

Joke is Chris Hennessy. Good morning. How are you doing my friend? Thank you for joining us, James. Coggle, uh, jumping in in the room. Uh, the infamous infamous Gabe. Thank you. Thank you so much for being here. Uh, this is the conversations that we have here, Joe is, is, you know, we've got a lot of people in the community.

They contact and collaborate with each other and we all are. All connected here at some way. Uh, good morning. My Philip pirates happy new year to you both. Thank you so much, Karl. Appreciate it, brother. Uh, Hey, what part of New Jersey? He's in New Jersey as well. Clifton New Jersey. Clifton. All [00:08:00] right. Give a shout out to Clifton, New Jersey, happy new year, us Jeff Young.

Nice to see you still going strong in 2022. I wouldn't stop for anything. Jeff, you know that Howard Kaufman now Howard has a great product. He, he has the, uh, uh, I got, uh, he's here local in Arizona and he has RL. He's gone through the same kind of process, Joe, uh, you know, packaging up. And it's mountain care.

Uh, he has some amazing I'm loving the toothpaste, Howard, just FYI. Um, he had some, um, hemp based toothpaste, no CBD oil. And so talk about this. Howard asks, do you sell direct to consumer or wholesale only? So walk us through that process. Uh, and then Chris stone is here. This show is making me thirsty.

Well, I think Joe is going to teach, tell you how you can get [00:09:00] some water. Really. We need this way right now. Uh, you know, we are, we are building our brand on Amazon. We sell on Amazon. We ship to every state, uh, in the country. We have shipped to every state in the country, including Alaska and Hawaii. Um, and it's very easy.

You can get it on Amazon prime. Um, the flavors are not on prime yet. We do shift that from Clifton. Um, this is our unflavored water. This is our, uh, black cherry water. And this is our mango water turn. That sounds pretty good. They are delicious full flavor profile. Uh, it's not like drinking so many other drinks where it gives you a little bit of taste.

Uh, this, you know, we, we give you a full flavor profile when you crack this open, you smell it. And when you tasted it, hit your. You know, it's like, wow, uh, it is a, there's no sugar, no calories, no anything. We use Stevia as, uh, as our sweetener. Um, [00:10:00] and they're just, they're delicious. And, you know, we brought out the, uh, the flavors about four or five months ago.

Uh, we're doing very well on Amazon. Uh, but you know, people still go to towards the unflavored, you know, this is a seven plus pH enhanced water, um, with a hundred milligrams of caffeine. Um, and like I said, Amazon, you know, we're doing very well selling on Amazon. You can get it in two days. Uh, the flavors, depending on where you are, you can get within four days, I would say.

Um, so it's, uh, that we can get it out to you in Arizona, uh, very quickly. Well, we'll have to, we'll have to go after that. I'm really curious though, Joe, is, is there really something that. You know, water's been out, you know, when I was a kid, you know, tap water and out of the hose was good, but the water industry seemed to explode.

And from your [00:11:00] marketing experience, some of your creative endeavors, what, what do you think caused the explosion of water and bottled water and in jail? Well, I think, you know, because we have a product that is, um, people are more savvy to better water, you know, there's, you know, bacteria nowadays say oldest, this other, you know, the, the, the lead that's in water, in your tap water, uh, which for some reason we look like a couple of healthy guys didn't really bother us, you know, drinking from the tap water, but, you know, uh, the healthier waters, what people are looking at.

Um, the water that gives back, you know, the minerals, uh, you know, uh, and then just adding a couple of little things like, uh, you know, um, electrolytes and, and caffeine to a, to a water, but, um, you know, it's exploited goes, people are more savvy. Um, it's easy to carry around with you. It's it's in a bottle, you know?

[00:12:00] Um, so I, I think that's really, you know, I mean, the story behind it is, you know, people are more savvy know. Uh, a good drinking water. You mentioned also that a pH balance. Talk a little bit about that and, you know, pH is, you know, it's, it's a great tool to keep yourself healthy as well. So maybe you can mention a little bit of detail around.

Well, your blood is, is a neutral pH 7.2 or so. Um, and if you drink water, that's below a 7.2, it's it leans towards acidic. Um, so that's why the alkaline waters, uh, when you drink alkaline water, uh, it allows you to take in the minerals, you know, your, your, uh, body to take in those minerals. Um, yeah. You know, if you're going to drink water, when I drink a good water and not drink it and acidic water, um, somebody over companies out there [00:13:00] just basically putting tap water in bottles.

Uh, we're not doing that. We, you know, we, we take a direct from the spring and bottle it, um, in pencil. Well, I, uh, I really appreciate that because there are times where, you know, if anyone has ever had fresh spring water, right from the spring, it's, it's incredible. You can taste a difference. It's you, you recognize it immediately.

And it just has a great flavor. So I'm excited to test the, try the water out. I'll also, I just want to talk about. Uh, how, how did you, you know, changing gears a little bit here, Joe. Okay. So you've been in, in marketing for a while then. So it's, you know, you've probably had side gigs and doing other things, you know, side hustle all the time, your whole life.

It sounds like. And, uh, so how did you gravitate towards marketing and, and what was the, what was the impact in your life that [00:14:00] created that. Well, starting as a kid, you know, in high school, I was, I knew I wanted to be a printer. So, you know, we, I had the printing classes in school. I was learning, you know, we were, we were, uh, you know, working with the small little presses that they had in, in carny high school, uh, here in New Jersey.

And, um, Yeah, it kind of gave me the platform to get into, uh, the printing industry. Um, and that's where I started. And, and Harrison, New Jersey in the old two guys building, uh, uh, was my first job, um, was called a prepress shop. So, you know, I was a camera operator approved for, you know, and I would be working the second shift there and I would kind of jump into.

Uh, the, these, this newly built computer room, you know, which wasn't really a big thing back then, you know, uh, in the printing industry. And I kind of, I kinda messed up, uh, uh, five. [00:15:00] Um, retouched, you know, a file that was on, uh, for a magazine in the city and to put a line across the file. And, you know, if, if you know anything about computers back then, they were pretty slow.

I remember staying up until six o'clock in the morning fixing this file. And, uh, that kind of started my whole, uh, computer side of things, uh, in which, uh, you know, I went into. A lot of magazine covers for a couple of different companies. Um, and then that kind of gave me the eye of, you know, of what was supposed to look good.

I mean, I've pretty much learned, you know, what a magazine, what sells in a magazine and the designs and everything. So, uh, I do that still today. I still design it for people, um, and you know, marketing materials, point of sale materials, and I do everything for, uh, for caffeine. Uh, And all our product, our product labels and all our ads [00:16:00] and all the professional ads that you see on, uh, on, um, our social media is, uh, is all done in house.

That's brilliant. Brilliant. I, you know, it's funny how life takes us on these paths and, and, you know, kind of opens the opportunities. You know, you stayed up until six and repairing something, opened up an entirely new door. So 30 years ago that, you know, and, uh, it's, you know, it it's, it's helped me to get to the point where we are at right now.

Um, and you know, the beverage industry, you know, if you don't do yourself, you know, um, it's, it costs a lot of money to get this stuff done. So having it in house where we're saving money, Uh, doing, uh, you know, and, and we feel that being in the market industry, my, my own, my partner is a, uh, a marketing major also, uh, from, I think Florida Southern Florida university, I believe [00:17:00] it is, or one of those universities down in Florida.

And, uh, so he has that background too. It really helps. Yeah. Well, you can bounce things off each other and say, well, what do you think? You know, let's, let's take a. Let's take a couple of shots here and take a look at it and see what it looks like. So we have a lot of drive, you know, we just, we, you know, we continually or working all the time so we don't stop.

Well, I, uh, I could appreciate that. It gave me as a comment here. How much do they look into sustainability? Using plastics for their water are both eco-friendly and have a good carbon foot. 'cause, that's a, that's a huge topic these days. So what's, what's your thoughts on that? Well, I mean, you know, the, the, the water deliverability, I mean, we have, uh, you know, for taste reasons, I, you know, I know some other, uh, Companies are using cartons and people are putting water in cans and stuff, but, um, you know, we [00:18:00] are 100% recyclable, everything, the bottle, the cap, everything is when our percent recycled pet plastic.

So, uh, you know, we're, it's a high quality packaging. Um, but you know, um, we, we know that there's, uh, people out there that are really concerned about plastic. You know, getting plastic into the ocean and you know, all this stuff, but, you know, um, in order for us to get the water to people, I mean, we really have no choice, but to put it in plastic, but it is recyclable.

So we do want everybody to recycle, you know, uh, these bottles, Michael, Baker's joining us in from Florida. Thank you so much, Mike Baker, how are you doing windy? Up in Minnesota. They're good morning pirates. We needed another beverage on the pirate ship. The Admiral generally allows too generously allows tea time.

Yes. Yes we do. Yes, we do. You know what, the funny thing [00:19:00] about it's a balance as well, uh, you know, sustainability, uh, packaging. I know, uh, Howard, we talked about earlier, he's doing the same. Adjusting packaging. He has some really amazing and beautiful packaging and it all comes at a, a balance, you know, there's a cost associated with packaging and then there's a, there's a benefit associated with packaging.

So did it take you awhile to get your packaging down and go through that whole process? What it needs to look like, how it needs to be delivered, you know, the size and the packaging and the boxes and everything that goes along with that was that a long process or, you know, our, our co-packer, uh, their abilities, you know, we just kind of follow what their abilities are, but, you know, knowing that, um, you know, a hundred milligrams of caffeine in the water and to get the taste right, to balance the taste and not having any, uh, You know, uh, [00:20:00] any weird taste to it, uh, you know, adding the caffeine and everything in it.

Uh, we felt that this bottle size of 16.9 ounce bottle size was the perfect size for us, a single use, drink it, you know, uh, and get the benefits of, of the caffeine, uh, immediately. So, um, you know, I, I guess that was our, our goal is, is for taste reasons. You know, we do want people to taste the water risks.

Uh, and you know, people really don't really understand what natural spring water tastes like because used to drinking other waters that really have no taste whatsoever. Uh, and then they said before, you know, that natural spring water is, is what the most important part of this is. Um, but, and like I said, if you haven't tasted actual spring water at the store, It's nothing.

There's nothing like it. So it's insane. It's [00:21:00] insane. So what's missing. It really is. Yeah, it is very refreshing. So what's on the roadmap, you know, you started, what did you say? 2020 in 2020 we started, uh, our first delivery was May 5th, 2020. Uh, the roadmap is to continue with our line, with our flavors. Uh, and just to become more innovative, um, you know, especially in the times that we're in, you know, moving into, um, more health benefit type waters, uh, bringing out some, some really delicious flavors, you know, uh, on top of what we have already, you know, um, and just, uh, You know, here, we're, we're listening to what people are asking for, uh, and seeing the markets, you know, especially, you know, I mean, we're in the nightclub business, so we know what the, the liquor markets are doing.

And we see the trends in liquor markets. Um, so, you know, we follow what [00:22:00] those guys are doing too. And, uh, and what people are doing. Uh, and that's why we came out with the mango and the black cherry, because there were, there were very big flavors, uh, and it kind of shows already, uh, with our sales of, of the new flavors.

Uh, so we, we have approved a couple of new flavors, um, which you'll see very soon. Um, and, uh, you know, we'll, we'll come back on and we'll, we'll, uh, we'll show you what the new stuff will, will be. Uh, we can't get into the flavors right now. Um, the, the flavors that we're going to be releasing, but, uh, in the first quarter of this year, you'll see, uh, at least a couple of new flavors.

That's awesome. Michael Baker says a presence and presentation and yeah, Chris Ross is here. Let's get it coming in late to this one, but what's up everybody, Chris Ross of a WinJect community. I'm a community leader over there. Love it. Habit love to have you join us. [00:23:00] Uh, THC CBD infused waters. You go into that direction at all.

We've we've discussed it. Um, it's, it's another, it's a, it's another thing that we're looking at different market, totally different market, um, that there is, you know, I mean the expense, um, we've definitely looked into it though. And it's, it's something that could happen. Uh, late this year, maybe early next year, if you know, if it's something that really fits into our model.

Yeah. Uh, Wendy says, Joe has a great radio voice. I see podcast at his future where he interviews people who work crazy hours and interesting jobs. All of his guests must be sharp and alert, perform it. That their beak Joe, we can set you up. The reality is, is we all have, this is the beauty of what I'm talking about.

The pirate broadcast and the, and the pirate [00:24:00] community in general is, is we're all at some level innovators, we're innovating our lives. We're taking products and services and creating something new. And this cycle of, you know, creativity, marketing media, how you think, and how you position your products and services.

Is an ongoing process. It's, it's an ongoing business and a lot of people, you know, I've been in, I started, uh, I started in outdoor advertising in 1985. So talking about printing, uh, you know, I went through the whole process of hand painted billboards to. Printed billboards. And so that, that I understand the printing business.

I don't understand the, the water business. I mean, I understand, you know, the water business in general. In fact, I had a place out on the peninsula or Washington peninsula and the water was so good. I loved the water out there [00:25:00] and we had a really deep well, and it was amazing water. I often thought when they first started this, it's like, I would love to bottle this up and just serve it up.

And I, and I just never did it. And I, so I applaud you and it's like, oh, wow, that is so cool. I just really appreciate the fact that you, you took the initiative, you took the leap and, and decided to jump into this arena. And, uh, and it's not necessarily an, uh, an open market. It's very competitive, but you're taking a little different spin because you're going to Amazon, you're selling direct consumers.

For the most part, if I understand your model, uh, so maybe you could speak to that a little bit and I want to welcome Rex powers in the room. Thank you so much for being here. Rex, he's a local, he's got some, uh, uh, history in the CBD industry as well from #inspiration to innovation, to creation. Absolutely.

Michael Baker. So [00:26:00] talk us to us a little about, about your distribution model, because I think that's very innovative and creative as well. Well, our goal was to get the water in people's hands as fast as possible and seeing what Amazon is doing. Uh, able to get the water to you in two days where, you know, we wanted to build a brand first, so we didn't want to stay regional and, and, and, you know, uh, whatever it is in the Northeast.

And no one that we can, that we can just ship the water here. Uh, we, we decided that we wanted to run with Amazon, um, build a brand, sell to every state, become a national company through Amazon. Uh, And then from there, you know, we're working on the brick and mortar, uh, the big box stores as we speak. Um, because now, you know, at least people know around the country, you know, about our water.

Uh, so that was, uh, that was the key to us, you know, and starting it that way. And having [00:27:00] people really enjoy the water reorders, you know, um, my name's I'm under, as people would a water 40 50 times already, you know, Uh, through Amazon, uh, and we don't have the subscription service or Amazon yet. We are having problems, Amazon, you know, like everybody else, you know, uh, but we're fighting our way through and you know, we're, we're still, you know, we're top 10, top 15 in our category.

Um, you know, some of the big players out there in the beverage industry, you know, we're, we're holding. Um, with them, you know, uh, in our categories and, you know, our, our goal was to exactly do what we're doing right now is to just get it into people's hands. And we'll worry about the brand that, you know, we'll worry about the, the, the brick and mortar stores and the distribution, you know, this year, but, you know, at least we have a good year and a half, uh, almost two years of, of brand building.

And, uh, you know, it's, it's become a very popular. [00:28:00] Well, you know, building brand awareness and an authority in the market is, is always important for any business owner. So I just really, uh, appreciate the fact that you're here today. Wendy says, uh, Joe is caffeine under kosher supervision, opens the market further to vegan as well as kosher market.

It is, it is kosher. Yes. So it is, we are start K a approved here kosher. So, yes. Uh, and we are one of our partners. Uh, a friend of mine that I did bring into the business, uh, is Jewish. And, um, we made sure that, uh, we do want that market too. And, uh, um, which does, you know, we're very well-rounded, uh, company.

I will have to get you introductions to Wendy. Her husband owns the restaurant and, uh, they are [00:29:00] very active in that community. So it's, it'd be, she'd be a great connection to, to connect with. So definitely, but thank you so much, Joe, for being here, uh, look forward to your growth, your expansion, and, uh, updates on the.

As, as far as the pirate goes, you know, come back and give us, uh, updates when you release new products and new flavors, anything that goes along with that. I love being part of the team though. All right. Well, thank you so much, everyone. As you know, we're here, we're, you know, going live and, uh, the pirate broadcast is based on the fact that kindness is cool and smiles are free.

So we want you to enjoy your. Take care of Joe B with.

Thank you for joining the #PirateBroadcast. If you found this content valuable, please like comment and share it across your social [00:30:00] media channels. I would love the opportunity to help others grow in their business. #PirateSyndicate is a platform where you show up. We produce the show. It's that easy. If you want to be seen, be heard and be talked about join the #PirateSyndicate today.

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